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million unique subscribers. The audience size that mobile advertising can target is exponentially larger that is possible with traditional forms of advertising like TV, Radio and print. What mobile advertising opportunities are available? (Image Credit: afrinnovator.com) Please Call Me (PCM) advertising and WAP banner advertising are some of the most commonly used mobile advertising channels. In combination, South Africa is still probably the largest proponent of these two channels, but other markets across the continent are starting to take up these services. Vodacom South Africa has really lead the way in terms of a mobile network operator actively promoting the use of Please Call Me’s as an advertising channel. Vodacom Mobile Media (www.vmm.co.za) allows an advertiser to book please PCM’s based on a standard rate card. With the success of PCM’s in South Africa, Vodacom will more than likely begin
olling out similar opportunities into its international operations in Africa allowing brands to start utilizing this medium in other parts of Africa. For advertisers who prefer a richer media engagement WAP banners provide an opportunity to promote, push and engage with consumers via WAP enabled feature phone right up to and including high-end smart phones. Two of the biggest players in this space in Africa are InMobi and Google-Admob. There are other players in the market as well including Buzz City, Ad Dynamo and Pollen8. The mobile advertising networks allow for semi-targeted advertising, example: By country, by handset type or in some cases like Pollen8 by demographic. To the right is an example of a WAP banner served into the BBC mobile site. Tips and tricks on using mobile advertising 1. Response rates Currently mobile advertising is still a shot gun approach medium where the response rates to adverts can vary greatly based on variables like (1) the product / service being advertised, (2) the word or artwork of the advert, (3) The call to action on the banner, (4) The incentive for the customer to engage and (5) The theme of the advert If you are an advertiser wanting to use mobile advertising you should be aware of the response rates for a respective campaign and align those from the out set with your goals for the campaign. In some cases a ROE (return on engagement) vs. ROI (return of investment) mind set needs to be used. 2. It’s a blind network, for now A blind network is a mobile advertising network that “doesn’t really know” who the end consumer is that is receiving the advert. WAP banners are published onto thousands of mobile Internet sites (publisher sites) in a shotgun approach. On one day, your mobile banner could appear on a sports mobile portal and the other on a news and lifestyle portal. When booking a mobile advertising campaign, there are a couple segmenting elements you can apply to increase the possible response rates of your campaigns. Some networks allow an advertiser to target based on handset type, example: only blackberry users. Other networks allow an advertiser to segment what publisher portals (the actual mobile internet
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